Written by WebTrax team member Daniel Quinn
One of the challenges of writing website content and marketing materials for asset management firms is that, deep down, they all want to sound the same: the same dispassionate jargon, the same monotone, the same over-reliance on long, compound-sentence laden paragraphs replete with numbers, figures, and graphs.
They write long, beautifully-structured pieces that any finance professor would swoon over. Unfortunately, in doing so, they make the common mistake of confusing transferring information with actually communicating.
And it is a problem not limited to asset managers, but to most all professional services firms with a specialized language and unique subculture (law, technology, accounting, medical, personal fitness training, just to name a few). The language fosters a cliquey, wink-wink camaraderie among those in-the-know while simultaneously keeping outsiders off-balance.Read More